Bonus | Why no one uses your amenities

I think we’re alone now

Okay, so we didn’t expect so many people would tune in for this series. But since everyone is down for amenity commentary, and we’re on a roll, we decided to write up one more piece. If you missed 01, 02, and 03…catch up after this. 😎

Here’s a common scenario:

You’re flying somewhere. Could be for vacation, wedding, business…doesn’t really matter.

Traffic is light. You get to the airport early. TSA is a breeze.

You grab a snack and beverage from the Hudson News and cruise over to the gate. 32B. 

It’s pretty empty…a few people scattered around. 

Here’s what you DON’T do. You don’t sit down next to a stranger. 

You do the opposite. You find a seat that seems as far away from the next person as possible without being too far from boarding. And then everyone after you does the exact same math until there’s no choice but to sit right next to a rando. 

Why? 

Because, in most cases, we don’t like sitting next to strangers. 

The same phenomenon applies to your amenities–it’s a big reason why your amenities are so dead–and it’s most exaggerated in spaces where you live or sleep (the more intimate places in your life). 

Here’s how the idea plays out: 

Would you walk into the 12-person conference room and sit down next to the one person doing work on their laptop? No. 

Would you join your stranger-neighbor in the screening room to watch “Weekend at Bernie’s?” Absolutely not. 

Would you sit down on the large sofa in the lobby with the flirty young couple? If it’s your only choice.

We build our amenities on a commercial scale–emphasizing large, open, and shared–ignoring our lived experience as individuals.

Unless we’re in a social mode, we prefer personal space…which doesn’t mean absolute privacy, but does mean:

• A sense of ownership and customization over a small domain 

• Security 

• Some visual privacy – e.g. not being showcased 

• Some social privacy – e.g. space to have a private conversation 

This idea–that our common space is too common–is exaggerated in multifamily, but still prevalent in hotels and offices. When we feel like we’re in a fishbowl–big open common spaces, where everyone has eyes on us–we retreat somewhere else. Sometimes physically, and other times through noise canceling headphones, contracted body language, and privacy screens. 

How do you fix this problem? 

1. Interview and observe your users 

2. Study the relative privacy we expect in different modes

3. Match those modes to your space types

4. Experiment with layers 

5. Provide a sense of visual and audio privacy (for the appropriate modes)  

All that being said, we’re not endorsing a plethora of closed door amenities. Too many of these spaces ignore our desire for social interaction – especially the type of socialization that is passive and doesn’t require speaking with another human being. 

In fact, you have to account for the privacy inherent in private units, hotel rooms and offices. In some asset classes, we already have completely private spaces. 

For people to desire a shift from unit/room/office to common space, they need to be getting something in the tradeoff, such as: being around other people (but in a way that predominantly captures our preferences above) and having access to special furniture, tools or space.

The big lesson here is that we need more degrees of social ← → private. We’re not made for sitting quietly with complete strangers.

Forward and onward. ✌️

Didn’t read Part 03? Check it out.

Missed our feature in The Brand Identity? Check it out now.

🚨 WHO IS NO WALLS STUDIO (AND WHAT DO WE DO)?

No Walls Studio is a design and brand consultancy that helps real estate developers create spaces that people love.

Our mission is to make sameness extinct in real estate, which means that everything we do comes with new ideas and unique angles — all, grounded in a deep understanding of culture and consumers.

We do three things for our clients (often, all in the same project):

• Research & Insights

• Brand Development

• Spatial Experience Design

Want to work with us or learn more?